Tealium, Splunk Partner to Solve Marketing's Big Data Problem

In a blog post, Corey said starting July 25, customers will be able to stream every data point collected through Tealium’s universal data object directly to Splunk Enterprise for ad-hoc analysis.
“This means that every data source defined on your Website, mobile Website or mobile application can be more deeply explored and better understood using Splunk’s robust ad-hoc segmentation and querying capabilities,” Corey said. “For marketers and analysts, this provides a solid foundation to more clearly and thoroughly understand customer behavior and experience. For technical users, this integration connects Website-side user behavior with operational and server performance data providing a true 360-degree view of all user actions.”
Corey further explained: “Tealium’s universal data object is essentially the superset of all data collected across any digital channel. On the Web, this can be page metadata, query string parameters, JavaScript variables or cookie values. In mobile applications, this can be any string, variable or action that you make available to Tealium for data collection. Each of these data points can provide insight into a user’s experience on the site—what products were viewed or what campaigns brought a user to the site. Once defined and indexed in Splunk, the analytical possibilities are endless.”
Lunsford, who joined Tealium as CEO in January 2013, said the company was founded in 2008 by two former executives at WebSideStory, a pioneering SaaS-based Web analytics provider that is now part of the Adobe Marketing Cloud, via acquisitions by Omniture and Adobe Systems. At WebSideStory, Tealium co-founders Ali Behnam and Mike Anderson oversaw optimization consulting and Web analytics implementations for major brands worldwide, giving them first-hand insight and experience into the issues surrounding the implementation of JavaScript tag-based online marketing solutions. Lunsford served as CEO of WebSideStory and led its IPO in 2004.

“We put a JavaScript tag on customers’ Websites so we could deliver real-time data to customers about what was happening on their Websites,” he said. Soon that caught on and to stay ahead of the curve, the team developed a tag management platform based on the concept of universal tags, he said.

Now Tealium is “the data plane for your digital presence—to expose your data to everybody and anybody,” Lunsford said. “Tealium solves marketing’s big data problem at its source.”
Lunsford said this partnership with Splunk is a harbinger of things to come with Tealium. “You’ll see us down the road working with other big data guys,” he said.
Meanwhile, Splunk and Tealium are participating in a variety of joint events and activities throughout the year to ensure users get the most out of the new capabilities from the combined technologies. The first of these events kicked off in June when Splunk General Manager and Vice President of EMEA James Murray spoke on a panel at Digital Velocity Europe, Tealium’s annual European user conference in London. Tealium will also exhibit at .conf 2013, the fourth annual Splunk Worldwide Users’ Conference taking place Sept. 30 – Oct. 3, 2013, in Las Vegas.